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gratification. The boundaries are blurring between the physical and digital retail
industry. (Heloisa Righetto, 2015) The brick-and-mortar store plays a different role
now and retailers have to reshape their store networks. (Louise Herring, Tobias
Wachinger, and Chris Wigley, 2014)
Consumers want their shopping experience to be as seamlessly as possible. They
are constantly looking for a memorable shopping experience (Laura Saunter, 2014).
Retailers have to invest in that experience for costumers to keep coming to their
stores.
The fashion shop of the future will still hold an own selection of brands and items.
Consumers will choose an individual shop because they think it will carry products of
their individual liking. But the store of the future will not be holding any actual clothes.
The consumer is stepping into a virtual world. Thats the view of one leading retail
expert, Philippe Loeb, from Dassault Systmes. While entering the shop, the shop
recognizes the customer by the chip in his I-Ring. Size, favorite color, purchase
history will all be used to set up the virtual shop to the individual taste of the
customer. Projected on the lenses that every person wears by then. A virtual
selection of the customers possible needs, in her personal size, in the colors that
match her, said Barbara Barclay, general manager of North America for Tobii, an
eye-tracking technology company. The virtual shopping assistance matches the
individual preferences of the individual consumer. Every consumer will experience
the shop differently as it is set to her individual preferences. Shelves will hold virtually
projected clothes. Trough virtual reality the consumer can choose, try and feel the
product. With the touch of their hands they will be able to experience shopping in a
traditional way but without physical garments. Users can pick items off the virtual
shelves, turn them around, and match a top to a pair of pants. They can feel the
virtual goods by sensors placed on their fingertips. Watching themselves projected on
their lenses in the clothes picked. Once chosen, the client can leave the shop and the
shop will communicate the value of the purchased goods with the chip in the I-Ring
and money will be transferred from the consumer bank account to the shops bank
account. The consumer will leave the shop empty handed. The shop will
automatically send a print file to the 3D printer of the consumer and when she arrives
home, all her purchased goods are printed, ready to wear.
3D printing is getting bigger and bigger. Technology is moving into the stores and 3D
printing is now finding its way into the hands of consumers. This trend has been
emerging over the past three years, allowing consumers to adapt and create
products themselves, says Lucie Greene, insight editor at lifestyle trends forecasting
network LS:N Global, a division of the Future Laboratory. This trend is only going to
expand further, to a point where there will be a 3D-printer in every home. Its
incredibly satisfying for people to make their own products, says Ruth Marshall-
Johnson, lifestyle analyst and senior editor of the Think Tank directory at WGSN
trend forecasters.
Shops will be smaller as they will no longer be holding any stock. Rents will be
cheaper. The retailer will no longer buy numbers of clothes from the producer, but
buys their 3d print files, what will also cause for a decrease in pollution because there
wont be any waist in producing the garments.
Eventually in a more distant future, clothing stores will be projected in the consumers
own living room, turning web surfing into a 3D experience. By inviting friends, the
social interaction while shopping will still exist, only now from their own familiar
surroundings. The physical clothing stores will completely be eliminated from the
streets. While sitting on the couch consumers will have the ultimate shopping
experience and physical stores will be considered unnecessary. It will all be about the
shopping experience without the heavy baggage.
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